Online news consumption has increased significantly, but traditional business models supporting it have struggled. Online advertising rates are low compared to print, and no one has cracked online subscriptions yet. The same issue affects major players like the Huffington Post, Vox Media, and BuzzFeed. Despite their growth, they still face challenges in generating revenue. The focus is often on getting readers to pay for content, but another aspect of the struggles facing the news business is the ugliness of online advertising. Ugly ads can be distracting, poorly designed re-targeting campaigns make the experience worse, and deceptive advertising is a major concern. To address this, publishers need to take a stand and choose high-quality ads that complement their editorial content, rather than detracting from it. This requires innovation in the advertising side of the business model, which has been lacking. Insisting on quality adverts would be a significant step forward in creating a better online reading experience.